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Craft & Cluster

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Craft & Cluster

Craft & Cluster is a Photography and Content Creation biz located on the Central Coast of California.

02/04/2026

It’s my seven-year anniversary! Whenever I talk to people about the work I do, I can’t help but tack on, “This is the coolest job I’ve ever had.”

And that’s not just me being cute. I genuinely feel that way! I mean, I get to spend my days photographing some of the most interesting people who care deeply about what they do, many of whom are longtime friends I now consider family. What more could I ask for?

Among these friends-turned-family are the fine folks at FOXEN.

I got my start in the wine industry working in the tasting room at Foxen in 2010, did my first harvest with them in 2012, did another two harvests in 2015 & 2016, and they were instrumental in me getting the vineyard management job that ultimately led to me starting Craft & Cluster.

AND they were my very first clients in 2019 when Craft & Cluster became an official business (with a business license, business insurance, lawyers, accountants, and everything!)!

I’ve said it before when talking about Brave & Maiden (another client who has been with me since the beginning), it’s a privilege to spend so much time documenting the same people and places. I get to see how my work has improved, and I get to help tell the story of how these wineries and people have changed over time. What a gift.

I’m looking forward to another several years working with these awesome people and drinking their awesome wine.

Swipe through for a semi-chronological view of my work with them over the years.

01/13/2026

This is what happens when wine stops trying so fu***ng hard.

My friends Kristin & Nick hosted a pop-up at an arcade two years ago, and I still think about it all the time. So I wrote an article on Substack about it!

Read it here: https://www.winemarketingfieldguide.com/p/my-friend-did-a-pop-up-wine-event

12/24/2025

We really need to stop marketing wine only as a special occasion beverage. Think instead about how your average customers are *actually* enjoying your wine when they bring it home. Are they exclusively drinking it out of a Zalto for a special occasion? Maybe! But more likely they are sipping it on their back porch out of a thick wine glass they got for free at a tasting they went to 20 years ago.

If your goal is to get your customers to buy more wine more frequently, then only marketing it for special occasions is counter productive.

Listen to this episode of The Wine Marketing Podcast with Warner of on Apple Podcasts, Spotify, and PocketCasts or watch it on YouTube!

11/26/2025

Sometimes you gotta f**k around a little bit in your marketing!

In Episode 10 of the Wine Marketing Podcast, I talk with Ed Feuchuk of about how Tank built an engaged audience through TikTok during the pandemic and why they’ve committed to never making the same wine twice.

This was genuinely one of my favorite episodes to date. I hope you enjoy it too!

You can now listen to it on Spotify, Apple Podcasts, and PocketCasts. You can also watch the whole video on YouTube, should you want to stare at our faces for an hour.

https://www.winemarketingfieldguide.com/p/010

Stay awesome, friends.

11/24/2025

2025 Harvest Diaries: October 10, 2025 | Foxen Vineyard & Winery.

Working in wine really is, to paraphrase Barbara Kingsolver, birdwatching with benefits.

I was gifted a really magical moment with this juvenile red-tailed hawk during this harvest.

I always try to get a photo of the oak tree that sits on the hill above Foxen's Tinaquaic-bajita Vineyard (fourth photo), and spotted the hawk perched in a nearby tree.

As I moved closer, the bird flew down into a nearby row and was even kind enough to turn around so I could get the cover photo (see video on final slide!)

Such a special encounter!

11/20/2025

2025 Harvest Diaries: October 7, 2025 | Pali Winery

One of my recommendations when I'm hired to photograph a winery during harvest is to try to get the vineyard photos earlier in the season when you're picking for something like rosé or sparkling wine because the vines still look healthy and lush but I always recommend bringing me back out about mid-season for a production photoshoot day, this way we are more likely to capture a variety of winery activities.

Pali invited me out to photograph one such mid-season production day early last month.

They were destemming, digging out, and pressing a carbonic maceration fermentation, tasting through some just-barreled wines, doing the ever-present cleaning, and I even had the amazing good luck to enjoy a harvest lunch with them (the way to my heart is definitely through my stomach, especially right now when I'm eating for two 😅)

11/17/2025

2025 Harvest Diaries: October 12, 2025 | Rincon Mountain Winery

It's really something to bear witness to the triumphs of passionate people.

I had the distinct pleasure this harvest of helping document the first harvest of their vineyard up on the mountain in Carpinteria.

Wine grapes aren't grown in ugly places, but this particular vineyard is on a whole other level of beautiful, with a view of the Pacific Ocean to the west and a view of the canyon that leads to Ojai to the east.

I'm excited to see how the wines from this vineyard progress.

10/21/2025

2025 Harvest Diaries: September 30, 2025 | Alta Colina

I spent an “in between” day with the winemaking team at Alta Colina in Paso Robles.

Harvest this year has been marked by the “hurry up and wait” common to cool growing seasons and stubborn brix.

But I like these in between days, especially in this season of life when I’m moving a bit slower than usual. They allow me a moment to breathe and also to play with photos.

Double exposures, long shutter speeds, and wide views help make familiar scenes a little more unique.

it’s always a fun time playing with you!

10/08/2025

2025 Harvest Diaries: September 7, 2025 | Our Lady of Guadalupe Vineyard, Sta Rita Hills AVA for Foxen Vineyard & Winery.

This vineyard is wild. Planted primarily to Pinot Noir with a couple of Chardonnay blocks and some avocados dotted throughout, it sits on the far western edge of the Sta Rita Hills AVA, next to Lompoc.

This is the first vintage that FOXEN has sourced fruit from here, and I’m excited to see what they do with it.

09/23/2025

2025 Harvest Diaries: September 4, 2025: Brave & Maiden Estate, first day of harvest, Sauvignon Blanc.

I’ve had the pleasure of photographing nearly every first day of harvest with Brave & Maiden since I started working with them in 2019, and every vintage, it’s foggy for that first pick.

This year, I wondered if it would be different because the pick was happening a week later than what is considered “normal” for them, and the skies were clear with a bright waxing gibbous moon on my drive there. But, as I dipped down into the Santa Ynez Valley, the fog lay so thick that my last few miles were taken at a much slower speed.

I don’t mind fog during night harvests as a photographer. It’s actually almost preferable as it lends a bit more mystery to the photographs I make. But I’d be lying if I said it’s not also a little disappointing to miss what was probably a lovely golden hour in the Santa Maria Valley! Beggars cannot be choosers, and a good photographer works with what they have.

In any case, it’s lovely to be back out in the vineyard.

09/17/2025

2025 Harvest Diaries: September 2, 2025 | Foxen Vineyard & Winery. Tinaquiac Vineyard Chardonnay for a new sparkling wine program.

I always try to make it out for FOXEN’s first Estate pick of the year. This vineyard has been entirely dry-farmed (non-irrigated) since its inception in 1989.

This being a cool and relatively dry season, the yields are low, and you can tell the canopy is struggling a bit, but that’s also one of the things that makes the finished wines from this vineyard so special. They really speak to what was going on each vintage, like time capsules.

That's not to say that there isn’t vintage variation with irrigated vineyards, but the variation is generally less pronounced than with dry-farmed vineyards.

I’ll do my best to keep up with what each harvest brings!

Address

140 West Highway 246, #1059
Buellton, CA
93427

Opening Hours

Monday	10am - 5pm
Tuesday	10am - 5pm
Wednesday	10am - 5pm
Thursday	10am - 5pm
Friday	10am - 5pm

Website

http://www.craftandcluster.com/

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